This conference shall address the numerous ways in which the pharmaceutical industry specifically can contribute to, and benefit from the increasing mobility of healthcare.The global telemedicine market is expected to grow from $9.8 billion in 2010 to $23 billion in 2015, and therefore represents a major opportunity. The vast potential for mobile phones to change everyday life with their increasing technological capacity to connect people and systems over vast distances, send and receive larger amounts of information, and operate from ever more advanced platforms, affects people and businesses in a variety of ways. Healthcare is certainly no exception, and there are several areas of the pharmaceutical industry that are either undergoing fundamental changes to accommodate and gain from this mobility, or are about to.

1. REGISTER BY 30TH JUNE AND RECEIVE A £300 DISCOUNT
SMi present ...
Pharmaceutical
m-Health
Monday 10th & Tuesday 11th October 2011
The Grange Holborn Hotel, London
KEY SPEAKERS INCLUDE:
Kai Gait
Digital Commerce Marketing Manager
GSK
Martina Flammer
Senior Medical Director
Pfizer
Ken Grady
Global Head, Business Intelligence & Commercial IT
Novartis Vaccines and Diagnostics
Pēteris Zilgalvis
Head of Unit, Governance and Ethics
European Commission
The impact that increasingly Iain Cranston
Consultant Diabetes Physician, Intensive Therapy and Pump Service,
sophisticated mobile technology Queen Alexandra Hospital
is having on the pharmaceuticals Paul Berney
CMO and MD EMEA
industry is becoming clearer. Mobile Marketing Association
m-Health has great potential to
open new markets, cut costs, and CONFERENCE HIGHLIGHTS:
• Learn about the way physicians use smartphones, and what this
save lives. This conference will means for pharma products
• Analyse current mobile enabled anti-counterfeiting projects in
highlight the ways in which pharma developing markets
• Discuss the potential for tele-monitoring to revolutionise clinical trials
can contribute to and benefit from • Debate the real business value of investment to pharma and
maximising ROI
this growing industry. • Hear from mobile technology providers themselves
PLUS A HALF-DAY POST-CONFERENCE WORKSHOP
Wednesday 12th October 2011, The Grange Holborn Hotel, London
Sponsored by
Internal governance and m-Health
Facilitated by:
Patricia Barnfather, Communications Consultant, Barnfather Consulting
Daniel Ghinn, Healthcare Engagement Strategy Consultant, Creation Healthcare
Gary Monk, Managing Director, Across Group
8.30am-12.30pm
www.smi-online.co.uk/m-health.asp
Register online and receive full information on all of SMi’s conferences
Alternatively fax your registration to +44 (0) 870 9090 712 or call +44 (0) 870 9090 711

2. Pharmaceutical m-Health
Day One | Monday 10th October 2011 www.smi-online.co
8.30 Registration and Coffee 1.25 Collaborative work in developing markets between pharma,
technology providers and governmental organisations
9.00 Chairman's opening remarks • Pfizer’s work with the UN and Vodaphone in developing countries
Robert Istepanian, Professor of Data Communication, Director of • Developing markets and mhealth
Mobile Information and Network Technologies, Kingston University • Pharma’s role in contributing to better product information in
developing countries
Martina Flammer, Senior Medical Director, Pfizer
9.10 eHealth in Europe: at the convergence of technology, medicine, law
and society 2.00 PANNEL DISCUSSION
• Over the past 20 years, the European Commission has seen eHealth – Adapting to the advent of mobile technology in pharma
develop from a niche research area into an important policy priority. • Discussion about the various applications – The realities of their application
• This evolution has brought complex technological and legal issues • The increasing permeability of the line between consumer,
into the sensitive domains of health and society. physician and pharma
• The European Commission's approach to eHealth and its vision for • Enabling cross industry relationships: Consumer healthcare and
the coming years. technology providers example
• The ramifications for mHealth of the EC’s initiatives in Innovation • Establishing the real ways ROI can be achieved
Union and the Digital Agenda for Europe. David Saint Denis, Director, Organizational Efficiency Emerging
Pēteris Zilgalvis, Head of Unit for ICT for Health in DG INFSO, European Markets GBU, Merck Serono
Commission Luke Raskino, Global New Business Unit Director, Unilever
Jamie Driver, Business Development Manager, Medhand International
BlackBerry speaker
9.45 Where does mobile fit for Pharma industry, healthcare professionals
and patients MOBILE TECHNOLOGY PROVIDERS
• Is mobile that important?
• Is it an app, mobile web or both 2. 35 Mobile data: delivering data at the point of need
• What do you really deliver – a vanity app or useful tools • Case study: how BlackBerry has been deployed within the
Kai Gait, Digital Commerce Marketing Manager, GSK Health/Pharmaceutical sector
• How can mobile data help increase efficiencies and effectiveness
10.20 Morning Coffee • Building the business case: explore the business benefits that can
be delivered
10.40 How mHealth is transforming the patient experience & the Pharma Presentation by BlackBerry
industry opportunity 3.15 Afternoon Tea
• What are the big mHealth opportunities
• Why is Mobile Video so transformational? 3.35 The future of mobile internet – Pharma and its role
• What's happening already and where's the evidence? • Electronic innovation in pharma; from communication to collaboration
• What's next? • Measureable benefits to existing systems
David Doherty, coFounder, 3G Doctor • Success stories in mhealth
Paul Jones, Director and Co-Leader of Global Life Sciences, Cisco
DEVELOPING MARKETS
4.10 Enabling an ecosystem of connected health solutions through
11.15 mHealth: The Indian Scenario interoperability
• India, stated to be a superpower by 2025, now has a teledensity of • Achievements of the Continua Health Alliance
• The impact on mobile health solutions
65% and 92% of this is through mobile phone • Opportunities in the development of pharmaceutical products
• Indians are embracing mobiles with 30% having smart phones Frank Wartena, Technical Working Group Vice Chair, Continua
• The exponential adoption of mBanking, mCommerce & Healthcare Alliance Research Scientist, Philips Research Europe
mEntertainment suggests that mHealth cannot be far behind
• How mHealth may be the only answer to 750 million Indians living in 4.45 The future of mobile internet – Pharma and its role
suburban and rural India who have no or very limited access to • Electronic innovation in pharma; from communication to collaboration
secondary and tertiary medical care • Measureable benefits to existing systems
Krishnan Ganapathy, President, Apollo Telemedicine Networking • Success stories in mhealth
Foundation, President, Telemedicine Society of India Paul Jones, Director and Co-Leader of Global Life Sciences, Cisco
11.50 Anti counterfeiting: How m-health can enable secure medication in 5.20 Chairman’s Closing Remarks
developing countries 5.30 Drinks reception hosted by BlackBerry
• Utilising the mobile health care network to protect patients and Please join us for a drinks reception
pharma companies alike at the end of the first day. This will be
• The current SMS code system a relaxed and social setting for you to
• How this can be built upon network with conference participants
Bright Simons, Chief Strategist, MPedigree and to follow up any questions you may
Stefan Prebil, Lead Strategist, MPedigree have with speakers from the event.
12.25 Networking Lunch 7.00 Close of Day Two
Register online at www.smi-online.co.uk/m-health.asp • Alternativel
Sponsored by
BlackBerry® is the leading wireless communications solution that keeps mobile health professionals securely
connected to colleagues and operational data. BlackBerry is delivering tangible efficiencies and improvements in
business processes to organisations in the health and pharmaceutical sector that are helping to deliver substantial
cost savings. As well as the built in wireless applications like e-mail, personal organizer and phone, BlackBerry
devices are being used by mobile health professionals to access key clinical and corporate data systems.
Supported by

3. Pharmaceutical m-Health
o.uk/m-health.asp Day Two | 11th October 2011
8.30 Re-registration and Coffee 12.25 Networking Lunch
9.00 Chairman's opening remarks THE APPLICATIONS OF PHARMACEUTICAL M-HEALTH
David Doherty, coFounder, 3G Doctor
1.25 Next generation sales force: go mobile, go fast
HEALTHCARE PROFESSIONALS • Engaging physicians and health care professionals with mobile enabled
toolsets
9.10 m-Health in diabetes care, shaping data into clinical information for • Business Intelligence in your pocket – transparent, real-time, anywhere
clinical change data that makes a difference
• There are a plethora of m-Health platforms for monitoring diabetes • Connecting a distributed workforce, creating new sources of field
available across the UK and worldwide intelligence
• To realise the potential benefits of the technology requires both an • Less to carry, tangible improvements in visit frequency
effective data collection platform, a display and analysis module that Ken Grady, Global Head, Business Intelligence & Commercial IT, Novartis
facilitates effective communication and also a change in a standard Vaccines and Diagnostics
model of care to support clarity, decision making and therapy change.
2.00 Mobile comes of age: the role of the mobile channel in pharma
• Clinical insights from the use of such m-Health platforms and the • The drivers for mobile marketing
changes required to consulting practices to support their effective • The international trends
inclusion in the patient : HCP consultation process • How to creating a strategy for mobile
Iain Cranston, Consultant Diabetes Physician, Intensive Therapy and Pump Paul Berney, CMO and MD EMEA, Mobile Marketing Association
Service, Queen Alexandra Hospital
2. 35 Raising revenues by putting the patient in control
9.45 Facilitating communication between pharma and the healthcare industry • Value-added services are possible through patient-controlled medical
• A dual perspective: Current status and processes records
• The increasing use of mobile devices by healthcare professionals • Payers are switching to paying for outcomes not pills, so pharmaceutical
• Apps and beyond: How pharma-physician communications can be companies must monitor and improve compliance
facilitated • Research costs are lower and data quality is higher when patients
• The value of product information to pharma and healthcare professionals consent to use their working clinical records
alike • Mobile user interfaces are key to patient engagement in these services
Joelle Sissmann, Former VP Global Product Communications, Sanofi- Mohammad Al-Ubaydli, CEO, Patients Know Best
Aventis; Cardiologist, Cardiac Rehabilitation Unit, Hopital Corentin Celton
3.10 Afternoon Tea
10.20 Morning Coffee
3.30 How effective use of Mheatlh changes relationships between Pharma
10.40 M-health via community pharmacists - the need and case studies from companies, healthcare workers and ultimately patients.
the MoMed group • How Mhealth changes the traditional engagement between
• Department of health’s latest recommendations support the expanded Pharma > Doctors, Pharma > Patient
role of community pharmacists in the management of long term • How this replicates around the globe paying particular attention to any
conditions variance in 1st & 2nd World nations. (Pharma companies have great
• Importance of providing support to patients receiving treatment at home opportunities for social responsibility in developing nations)
• M-health Exemplars and Case studies from the MoMed group • How present efforts will affect the future
Shereen Nabhani-Gebara, Senior lecturer in pharmacy practice, Kingston Jamie Driver, Business Development Manager, Medhand International
University
Nada Philip, Senior Lecturer, (CISM) Kingston University 4.05 How m-Health can boost clinical trial patient recruitment, retention and
compliance.
Ala Mohammed Husain Sungoor, Researcher(CISM) Kingston University
• How mobile can help you communicate better with patients.
• How capturing patient information via mobile can enhance your data
11.15 Leveraging mobile to deliver information and choice quality.
• Why is Mobile integral to NHS Choices in reaching & engaging citizens • How mobile applications can save your staff time
• Health Services via SMS. mobile & apps Tim Benjamin, Managing Director, TreatmentTrials.com
• Success stories
• Digital convergence and reaching the digitally excluded 4.40 Breaking down barriers: A review of the main barriers to digital within
Richard Moore, Senior Digital Manager, Digital Marketing, NHS Choices pharma and some practical steps to overcome them
• The top 3 barriers to digital implementation within pharma are,
11.50 How doctors are using smart phones (1) Regulatory concerns (2) Lack of a digital strategy (3) ROI questions
• iPhone apps – a Pharma vanity project or clinical value? • With the right approach these barriers can be overcome
• Which specialties have adapted technology the fastest • Experience some practical examples of how to do this
• What doctors are saying about mobile Gary Monk, Managing Director, Across Group
Carwyn Jones, Head of Pharmaceutical Sales and Marketing,
Doctors.net.uk 5.15 Chairman’s Closing Remarks and Close of Day Two
ly fax your registration to +44 (0)870 9090 712 or call +44 (0)870 9090 711
Who should attend this conference? SPONSORSHIP AND EXHIBITION OPPORTUNITIES
SMi offer sponsorship, exhibition, advertising and branding
Executive Directors, Vice Presidents, Heads, Managers, Team leaders of packages, uniquely tailored to complement your company’s
the following roles: marketing strategy. Prime networking opportunities exist
• Mhealth • Emerging Media • Web Design to entertain, enhance and expand your client base within the
context of an independent discussion specific to your industry.
• Telehealth • Marketing, • Content Management Should you wish to join the increasing number of companies
• Digital Communications • eMarketing, • Brand Management benefiting from sponsoring our conferences please call:
• Clinical Trials • Digital Marketing, • Product Marketing, Product Alia Malick on +44 (0) 20 7827 6168 or email: amalick@smi-
• Recruitment and Retention • Multi-Channel Marketing Development online.co.uk
• CRM • PR • Compliance Want to know how you can get involved?
• e-Detailing • Communications, • Business Development Interested in promoting your pharmaceutical services to
• Social Media, • eCommunications, • Risk Management this market?
• Online Media, • Communications Research • Global Product Contact Kiran Sharma, SMi Marketing on +44 (0)20 7827 6050,
• eMedia , • eBusiness Communications or email: ksharma@smi-online.co.uk

4. HALF-DAY POST-CONFERENCE AM WORKSHOP
Wednesday 12th October 2011
8.30am – 12.30pm
The Grange Holborn Hotel, London
Internal Governance in m-Health
Overview of workshop
Along with the numerous advantages that m-health can potentially
offer the pharmaceutical industry, comes the challenge of
incorporating the usage of this new technology into existing
governance frameworks. With regulatory bodies currently
developing their stance on the lines that can and cannot be crossed
with pharma apps, now is a critical time for the industry to
investigate into the alterations they will have to make to internal
governance in order to be prepared for the coming changes, and
develop new codes of conduct.
In this session, one of the most interactive that SMi have ever
produced, participants will thoroughly explore the pros and cons of
different models by analysing different frameworks, presenting
ideas to a critical panel, and even completing a pre workshop
survey to better inform the proceedings.
Workshop agenda
8.30 Registration and coffee
9.00 Welcome and introduction
9.10 Knowing what you don’t know
• Review of relevant EU and country specific regulations
• Establishing a set of key governance principals
• Analysis of delegate responses to preconference survey
9.30 How to get approval and stay sane
• Each of the three leaders will give a 15 minute
presentation on their experiences
• Different governance models, what works, doesn’t
work and could work better
10.15 Coffee
10.45 Practical working session to create or improve your
existing governance model
• Participants will split into groups for a moderated
break-out session to share existing models
• Discuss pros and cons, and come up with
suggestions for an improved system that encourages
and enables innovation
11.45 Sanity checking your governance model through the
lens of internal clients
• Group exercise where volunteers present their draft
models to a cross-functional panel
• Group leaders will comment from a legal, medical,
corporate affairs and marketing perspective
• Open discussion
12.30 Workshop close
About the workshop facilitators:
Patricia Barnfather is an independent consultant with
over 17 years healthcare expertise working in-house
and agency. After gaining an MSc in Public Relations
at Stirling University, she worked for Countrywide
Porter Novelli and Cohn & Wolfe before joining Eli
Lilly and Company to lead the UK communications
team. She worked at Eli Lilly and Company for over 10
years in product, corporate and internal communications and most
recently in the Global Channel Development Team as a consultant
to the business on improving customer engagement through new
and traditional communication channels. As part of this role, she
established a cross-functional governance process for social
media projects.
Daniel Ghinn is co-founder of Creation Healthcare, a
consultancy that helps people in pharmaceutical and
healthcare organizations to increase their
effectiveness in a changing environment. His work
with global healthcare businesses has resulted in
improved outcomes from engagement with patients
and healthcare professionals using emerging
communications channels, and cost savings through improved
cross-functional collaboration. Daniel is an international speaker,
teacher, and writer and is editor of Healthcare Engagement
Strategy, an e-journal documenting how emerging channels are
changing healthcare engagement.
During the last 6 years, Gary Monk has worked in
various Brand Management and e-Business roles at
Johnson & Johnson. His outstanding achievements
have been consistently recognised across the
industry; he recently won the PM Society 2010 Digital
Pioneer award and in 2009 he was bestowed a
Pharmatimes Marketer of the Year award, his brand
having won 5 awards at the previous PM digital awards. These
accolades recognize his success in an array of innovative digital
projects and the delivery of strong business results, including a
revolutionary multichannel physician campaign that measurably
increased share in the target segment and a pioneering patient
awareness campaign that delivered 130,000 targeted views and
allowed comments on Youtube

5. PHARMACEUTICAL
FORWARD PLANNER
June 2011
01/02 Pain Therapeutics
27/28 RNAi, miRNA, siRNA
29/30 Pharmaceutical Portfolio & Product
Life Cycle Management
29/30 Pharmaceutical Nanotechnology
29/30 KOL Management and MSL
Best Practice in Europe (Munich, Germany)
July 2011
06/07 ADMET
06/07 Social Media in the Pharmaceutical Industry
11/12 BioBanking
18/19 Pharmaceutical and Clinical Trial Logistics
Asia Pacific (Singapore)
20/21 Pre Filled Syringes Asia (Singapore)
September 2011
19/20 Biomarkers in Clinical Trials
26/27 Biosimilars and Biobetters
28/29 KOL Knowledge Leaders
October 2011
03/04 Partnerships with CROs
10/11 Pharmaceutical m-Health
12/13 GP Commissioning
19/20 COPD: Novel Therapeutics and Management
Strategies
24/25 Point of Care Diagnostics - Market
Opportunities and Technology Trends
November 2011
31 Oct/1 Nov European Pharmaceutical Pricing
& Reimbursement (Switzerland)
16/17 Clinical Trials in CNS
21/22 Cell Based Assay
December 2011
5/6 Cold Chain Distribution
All conferences take place in central London, UK
– unless indicated otherwise in brackets
ABOUT THE SMi PHARMACEUTICAL TEAM
SMi have been involved in the pharmaceutical
industry since 1993 and have developed a series of
informative and niche events, covering the latest
issues and developments surrounding the industry.
Events bring together senior industry professionals
and serving companies who have a focus on being at
the forefront of developments in this area. SMi aim to
generate informed and topical discussion through the
medium of both conferences and executive briefings.
Our pharmaceutical events are research-based and
content driven with regular contact with major
industry personnel and cover a wide range of industry
sectors. For more information, please visit www.smi-
online.co.uk/pharma

6. PHARMACEUTICAL M-HEALTH
Conference: Monday 10th and Tuesday 11th October 2011, The Grange Holborn Hotel, London, UK Workshop: Wednesday 12th October 2011, London
4 WAYS TO REGISTER
www.smi-online.co.uk/m-health.asp
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